Strategic Management
Strategic Management - 1
Prepared by: ID Number 0747405
Moscow, May 2008
CONTENTS 3
1. EXECUTIVE SUMMARY: 4
2. Industry Overview: 5
3. Google’s Strategic Capabilities: 11
4. Future Opportunities: 18
5. Implementation plans: 22
6. Bibliography/References: 21
7. APPENDIX 22
1. EXECUTIVE SUMMARY:
Google’s approach—to create a situation where ideas and material not on the Web cease to exist—may actually have the effect the company wants.
--Chris Nolan, Eweek, August 18, 2005
Google is probably not going to do anything that doesn’t have a profit return on it.
--Steven J. Bell, library director, Philadelphia University, 2005
The search engine industry, widely found as helpful, user friendly, impartial, democratically-oriented (bringing all types of information, including entire books, to the web), and doing its best to wash the entire web to find the most relevant information for users, has an outstanding public image. Users tend to see search engines as empowering, trust that search engines are acting in their best interests, and are grateful to have access. Moreover, because there seem to be so many search engines to choose from (e.g., Google, Yahoo, MSN, Lycos, AOL, Dogpile, etc.) users also feel empowered in knowing that, in the “democracy” of free enterprise capitalism, they can abandon ship for another, much more relevant search engine if results aren’t satisfactory.
There is indeed some truth to users’ faith i ...